CINCINNATI--(BUSINESS WIRE)--Celebrity chef and brunette beauty, Giada De Laurentiis is partnering with Clairol Natural Instincts as their new celebrity ambassador. The Food Network chef, cookbook author and lifestyle expert will show off her healthy, radiant looking hair color in the brand’s newest campaign supporting the full line of at-home hair color products beginning in July 2012. This is the celebrity chef’s first beauty partnership.
“When Natural Instincts approached me about this partnership, I was so excited. While food is certainly my first love, I am a beauty girl at heart,” said De Laurentiis. “This is the first time I’ve used an at-home product and I was so impressed with how easy it was to use and how beautiful the color looked – perfect for a busy mom like me.”
“Giada is a great fit for Natural Instincts,” said Brad Wadler, Marketing Director for Hair Color at Procter & Gamble. “Giada has a similar philosophy to our brand – a commitment to finding the perfect balance between indulgence on one hand, and less guilt on the other. Natural Instincts stands for these things; it gives women indulgent and radiant looking hair color and it includes antioxidants, aloe and vitamin.”
Clairol Color Director, Marie Robinson, helped De Laurentiis choose Natural Instincts in Light Golden Brown (Toasted Almond, shade #12) to bring out her natural golden tones and create a healthy-looking, radiant color result.
Natural Instincts is a demi-permanent hair color available in 32 shades. The system with ammonia-free color, antioxidants, aloe and vitamin is clinically-proven less damaging.** The product takes as little as 10 minutes to process, lasts through 28 shampoos and gently blends grays.
In her new role, De Laurentiis will be featured in all elements of the brand’s marketing campaign including TV and print advertising, in-store displays, public relations, as well as on digital properties including Clairol.com, Facebook.com/Clairol and Twitter.com/clairolcolor.
About P&G Beauty & Grooming:
P&G Beauty & Grooming products help make beauty dreams real for women worldwide and help men look, feel and be their best everyday. With more than 100 brands available in nearly 130 countries, P&G’s beauty and grooming products delivered sales of nearly $28 billion in fiscal year 2007/08 , making it one of the world’s largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, WellaFlex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice ’N Easy®, Venus®, Gillette®, Sk-ii®, Wella Professionals®, Braun® and a leading prestige fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brand.
About Procter & Gamble
P&G serves approximately 4.4 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.
About Giada De Laurentiis
Emmy Award-winning personality Giada De Laurentiis has become a household name. With an impressive background of culinary training and a unique, personable charm, she is a globally revered celebrity chef who continues to prove her skill and accessibility not only with her expanding presence beyond Food Network but also with the great success of her cookbooks, newly launched food and kitchen product line and recurring role on the Today show.
Outside of her role as Clairol Natural Instincts’ brand ambassador, Giada is leading her hand-picked team of finalists in Season 8 of Food Network Star and is in production on her series, Giada at Home, where Giada plans and prepares meals and parties for family and friends. The series premiered last fall to some of the network’s most impressive ratings to date and continues to be a viewer favorite. Her latest cookbook, Weeknights with Giada, debuted at #1 on the New York Times Bestseller List.
An ambassador since 2008, Giada has joined forces with the relief organization Oxfam to highlight the struggles of the billion people around the world who are chronically hungry. Forty percent of the people on our planet live in poverty, many of them spending upwards of 70 percent of their meager income on food. Locally, Giada is tackling hunger two-fold; by supporting “Back the Pack,” a program which sends hungry schoolchildren home with a backpack of food over the weekend, as many U.S. kids’ only meals are at school. She is also implementing a gardening program at Foster Elementary in Compton, CA, in an effort to introduce youngsters to healthy eating.
Giada currently resides in Los Angeles with her husband, Todd, and daughter, Jade.
** Natural Instincts demi-permanent Level 2 vs. leading Triple Protection permanent Level 3 color crème: based on amount of surface damage.
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